Mora Pinzon Maria, Hills Ornella, Levy George, James Taryn T, Benitez Ashley, Lawrence Sacheen, Ellis Tiffany, Washington Venus, Solorzano Lizbeth, Tellez-Giron Patricia, Cano Ospina Fernando, Metoxen Melissa F, Gleason Carey E
Division of Geriatrics and Gerontology, Department of Medicine, School of Medicine and Public Health, University of Wisconsin - Madison, Madison, WI, United States.
Department of Ethnic Studies, College of Arts and Sciences, Lawrence University, Appleton, WI, United States.
J Med Internet Res. 2024 Dec 10;26:e58581. doi: 10.2196/58581.
Individuals identifying as Black, American Indian or Alaska Native, or Hispanic or Latino lack access to culturally appropriate accurate information and are the target of disinformation campaigns, which create doubt in science and health care providers and might play a role in sustaining health disparities related to the COVID-19 pandemic.
This study aims to create and disseminate culturally and medically appropriate social media messages for Black, Latino, and American Indian or Alaska Native communities in Wisconsin and evaluate their reach and effectiveness in addressing the information needs of these communities.
Our team identified relevant COVID-19 topics based on feedback from their respective community, developed lay format materials, and translated materials into culturally appropriate social media messages that community advocates delivered across their respective communities. Social media metrics (reach, engagement, and impressions) were collected using Sprout Social and Facebook Analytics. We hosted 9 focus groups with community members to learn about their social media use. These data were analyzed using an inductive approach, using NVivo software (release 1.7) to code content.
Between August 2021 and January 2023, we created 980 unique social media posts that reached 88,790 individuals and gathered >6700 engagements. Average reach per post was similar across the 3 communities, despite differences in the number of posts and followers on each page: 119.46 (Latino individuals), 111.74 (Black individuals), and 113.11 (Oneida Nation members). The type of posts that had higher engagement rate per reached person (ERR) varied across communities and platforms, with the highest being live videos for the Latino community on Facebook (ERR 9.4%), videos for the Black community on Facebook (ERR 19.53%), and social media messages for the Oneida Nation community (ERR 59.01%).
Our project presents a unique and effective model for health messages and highlights the need for tailoring social media messages and approaches for minoritized audiences (eg, age, gender, race, and ethnicity). Further research studies are needed to explore how specific types of information affect the dissemination of information and the implications for health communications.
自认为是黑人、美洲印第安人或阿拉斯加原住民、西班牙裔或拉丁裔的个体难以获取符合其文化背景的准确信息，并且成为虚假信息宣传活动的目标，这些活动在科学和医疗保健提供者中引发怀疑，可能在维持与新冠疫情相关的健康差距方面发挥作用。
本研究旨在为威斯康星州的黑人、拉丁裔以及美洲印第安人或阿拉斯加原住民社区创建并传播符合文化和医学背景的社交媒体信息，并评估其覆盖范围以及满足这些社区信息需求的有效性。
我们的团队根据各自社区的反馈确定了相关的新冠主题，编写了通俗易懂的材料，并将这些材料转化为符合文化背景的社交媒体信息，由社区倡导者在各自社区进行传播。使用Sprout Social和Facebook Analytics收集社交媒体指标（覆盖范围、参与度和展示量）。我们与社区成员举办了9次焦点小组讨论，以了解他们对社交媒体的使用情况。使用归纳法对这些数据进行分析，使用NVivo软件（版本1.7）对内容进行编码。
在2021年8月至2023年1月期间，我们创建了980条独特的社交媒体帖子，覆盖了88790人，并获得了超过6700次互动。尽管每个页面的帖子数量和关注者数量存在差异，但每个社区每条帖子的平均覆盖范围相似：119.46（拉丁裔个体）、111.74（黑人个体）和113.11（奥奈达民族成员）。每个覆盖人群的参与率（ERR）较高的帖子类型因社区和平台而异，在Facebook上，拉丁裔社区的直播视频ERR最高（9.4%），黑人社区的视频ERR最高（19.53%），奥奈达民族社区的社交媒体信息ERR最高（59.01%）。
我们的项目展示了一种独特且有效的健康信息传播模式，并强调了为少数群体受众（如年龄、性别、种族和族裔）量身定制社交媒体信息和方法的必要性。需要进一步的研究来探索特定类型的信息如何影响信息传播以及对健康传播的影响。
